It Is No Longer About Being Available, But The Best: Sameer Satpathy, ITC

Owing to the widespread adoption of technology and the internet, consumers now have easy access to information at their disposal. This has led to a fundamental alteration in the overall brand-consumer relationship. Digital has made significant strides in how brands and consumers engage with each other, adapt to newer paradigms, and redefine the industry. And COVID has only furthered this momentum, acting as a catalyst to encourage consumers to adapt to technologies and tools for their everyday needs, fasten communication, and make purchases on the go.

This novel dynamic has also empowered consumers like never before—from learning about products to their reviews or comparing prices to seeking recommendations. Consumers' purchase decisions have also witnessed a profound transformation, especially after the ecommerce industry came into play. 

Sameer Satpathy, Divisional Chief Executive, Personal Care Products, ITC was in complete agreement with this when he graced us at the 18th edition of the BW Marketing Whitebook launch in Mumbai. He believes, "It is a great time to be a brand manager. Earlier, we released one film a year and hoped it worked. If it did not work, we hoped for the next year to do better."

"Digital today has consolidated the premium market in India. While not many people were stocking premium products before, all premium consumers are housed together today. As marketers, it has become easy for us to market to them, engage effectively, and distribute through this channel. It is no less than a game-changer, as it has equalised the market for new players and premiumised the portfolio of the old. Additionally, you are able to customise and personalise your offer better," he adds.

Outside of marketing, he trusts the digital payments system is flourishing well in terms of its infrastructure and acceptance overall. 

He suggests brands put their best foot forward and not merely be available in the market. "This is what drives good companies. Your brand has to attract eyeballs," he concludes.